Transcript of "10 landing page tips"

2.
We’ve put together a compelling list of ways you can improve
your landing pages and conversions. These tips are easy to
implement and, more importantly, can start improving your
results immediately.
1) Landing page headlines and ad copy should match
Google AdWords determines cost-per-click in part based on the quality of your
landing page. You can improve your score, and bring down your cost-per-click, by
making sure your landing page's content aligns with your ad messaging. Not only
does this make acquiring leads less expensive, it also improves the eﬀectiveness of
your pages: customers who click on your ad will be get information relating
directly to what they clicked on. Learn more about landing page quality here.
By taking advantage of dynamic content, you can push this one step further:
parameter-passing technology gives you the ability to insert keywords into your
body-copy based on the ad your visitor clicked.
Visit us: www.performable.com Call us: 1-888-268-6035

3.
2) Your headlines must be clear and concise
Your landing page headline is one of the ﬁrst things a visitor reads. Make it clear
what you're oﬀering in a compelling way. A poorly written headline will bore or
confuse your visitors into leaving, while a well-written headline can compel your
visitors to take a closer look.
Test Case: When Carelogger, a Diabetes logbook application, redesigned it’s
homepage, it tested two diﬀerent headlines against each other. The headline
“Maintain your optimal health by keeping tabs on your diabetes” converted more
than 31% better than an identical page with the headline “Keeping tabs on your
diabetes just got a whole lot easier.” A stronger headline that addressed a speciﬁc
pain point (maintaining optimal health).
A B
14.3% Conversion Rate 18.9% Conversion Rate
31% Higher Conversion!
Visit us: www.performable.com Call us: 1-888-268-6035

4.
3) Your grammar should be impeccable
The Internet isn’t exactly known for being free of typos and poor writing. Take the time to
make sure your body copy is free of errors. If you are asking visitors to hand over their money
but your website contains spelling mistakes and grammatical errors, why should a user trust
you with their money? By forgetting to spell-check your body copy, you are risking your
conversions. It’s as simple as that.
4) Take advantage of trust indicators
Building trust on your landing page is essential to improving your conversions. Here are
several eﬀective ways to build trust:
-Testimonials (personal and well written). Learn more about testimonials here.
-3rd party trust and security certiﬁcation (Better Business Bureau, VeriSign, etc.)
-Press mentions
-Guarantee seals
Test case:
The implications of trust are huge: when ACLens began using Extended Validation SSL
Certiﬁcates from Verisign, they saw a 41% increase in conversion and a 58% increases in
revenue per transaction. These types of results from trust increases are not uncommon, and
it’s no surprise why: when visitors are conﬁdent about the security of their online purchases,
purchasing feels less risky.
Visit us: www.performable.com Call us: 1-888-268-6035

5.
5) Use a strong Call-To-Action
The goal of your landing page is to convince visitors to perform a particular action.
After they read your landing page, they need to know what to do next. That's what
your call-to-action is about: providing an actionable next step in the most eﬀective
way possible.
Test Case:
When Mozilla was redesigning their Firefox page, they tested two diﬀerent calls-to-
action: “Try Firefox 3” and “Download Now – Free.” The second call-to-action
outperformed the ﬁrst by 3.6% with at conﬁdence level of over 99%, resulting in
over 500 more downloads during their tests alone.
vs.
6) Make your buttons and calls-to-action stand out
A conversion button, usually placed right below your call-to-action, should stand
out. If it's diﬃcult for your visitors to perform the desired conversion, your
conversion numbers will suﬀer. Part of making that conversion easy is using a
well-crafted button: place it next to your call-to-action (and above the fold) and
make it large enough to see (a bright color doesn't hurt, either). If you must have
other buttons on your landing page, your primary button should be the biggest
and most prominent.
!
Looking for a great buttons? Design your own for free using our Button Creator.
Visit us: www.performable.com Call us: 1-888-268-6035

6.
7) Go easy on the links
One of the biggest threats to conversion is going oﬀ-message. Distracting your
visitor with too many outbound links or related pages can negatively impact
conversions. Lots of links may make sense on a regular homepage, but on a
landing page they can hinder both your experience and the user’s. If a user has
trouble ﬁnding what they’re looking for, expect to see your conversions drop.
8) Use images and videos that relate to your copy
Images and videos can make a huge impact on your landing page's eﬀectiveness,
but only if they directly relate to your body copy. An image or video that relates to
your copy helps strengthen your message to your visitor. It’s great to have
screenshots of your product in action, or a short video showing the tangible
value-proposition your product oﬀers, but it’s more eﬀective if they relate directly
to your text.
Test Case:
Geomoto, a GPS ﬂeet-tracking system, swapped out it’s landing-page graphic for a
video that more succinctly and compellingly explained its value-prop. With it’s new
video, Geomoto increased conversions by over 80%.
Visit us: www.performable.com Call us: 1-888-268-6035

7.
9) Keep It above the fold
The “fold” refers to the space your visitors can see without scrolling. There is a lot
to be said for keeping the most important parts of your webpage in that space.
When deciding where to put your button, think about the ﬂow of your page. Does
it follow the path of your eye when you scan? Does your design take into
consideration average browser size? It should. If people have to search for the
button, or if you put it below the fold, it will negatively impact your conversions.
Browsersize from Google Labs is a great tool to ﬁnd out what portion of your
page most visitors can see without scrolling.
Visit us: www.performable.com Call us: 1-888-268-6035

8.
10) Always be testing
Once you've followed the general rules of thumb, get started testing - you might
have two great headlines, but is one more eﬀective than another? Using a simple
A/B Test, you can segment your traﬃc and ﬁnd out. AB testing is so great because
you can test and optimize everything about your webpage until you receive the
response-rate you are looking for. There's no universal right answer for what
webpage works best, but testing can ensure that your webpage is the best that it
can be.
It’s worth noting that A/B testing a single site design has a glass ceiling – at some
point you reach the maximum conversions possible for that design, and a
completely diﬀerent design may be capable of better conversion rates. You can,
however, also test two completely diﬀerent site designs against each other.
Test Case:
When Luke Stevens created a landing page for his book, his conversion numbers
weren’t what he hoped they would be. Though he had spent a lot of time
designing it, he A/B tested it against a totally diﬀerent site layout, one he whipped
up rather quickly, and got impressive results: a conversion increase of 131%.
A B
5.0% Conversion Rate 11.6% Conversion Rate
131% Higher Conversion!
Visit us: www.performable.com Call us: 1-888-268-6035